"So we’ve specialised in what we call ‘smart data’ combined with smart storytelling to allow businesses to make smart decisions."

Wells says DOTlovesdata is also busting the myth that data alone should drive decisions.

“We’ve always been in the currency of gut feel and ideas in our careers in marketing and advertising," he adds. “Big data is powerful but it’ll never replace ideas – it simply means you’ve got better insights to guide ideas.”

Another key point of difference for Wells is DOTlovesdata’s business model.

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